Price Fairness in the Case of Green Products: Enterprises' Policies and Consumers' Perceptions

This study investigates the extent to which prices of ecological products are fair. In particular, it explores the gap that can exist between the pricing policies adopted by enterprises and the consumers' price expectations in terms of fairness. The existing academic literature on sustainable consumption neglects this question. Findings from a qualitative investigation combining a consumer study and enterprise case studies show that managers' behaviors vary. While some enterprises take into account consumers' expectations and purchasing power to propose a fair price based on the value of the green product, others continue to adopt a pricing policy that is exclusively based on profitability and competition. The authors draw some business and academic implications. Copyright © 2012 John Wiley & Sons, Ltd and ERP Environment.     

Sustainable product innovation and changing consumer behavior: Sustainability affordances as triggers of adoption and usage

This conceptual paper argues that for sustainable product innovation to make a contribution to addressing sustainability issues, we need to understand not only why consumers adopt sustainable products but also what makes them use these in sustainable way. To explain how specific product features can change the ways in which consumers engage with sustainable products in the adoption and usage phase, we draw on affordance theory. Affordances refer to the potential for agentic action of users in relation to a technological object. We develop a conceptual framework that explains how sustainable product innovation can lead to the design of sustainability affordances that stimulate adoption and sustainable usage. The framework shows how three forms of agency—material, firm, and user agency—interact and together influence a product's sustainability affordances that drive adoption and a change in consumer behavior. The framework explains how trade-offs between a product's environmental features and consumer expectations regarding desired functionalities and user experience can be overcome.     

Sustainable Development of Electrical and Electronic Equipment: User‐driven Green Design for Cell Phones

Communication and cooperation with consumers are key to sustainable development. This article considers the environmental and user benefits of producing a sustainable product design that enable users' involvement and encourages the use of sustainable products to enhance environmental value. Depending on users' sensitivity to ecodesign for energy‐related products, six environment evaluation criteria may structure their perceptions of cell phone attributes (monitor, panel, battery, shell, modeling, lens and fingerprint). Innovative methods are needed for effective communication, as well as to encourage consumer participation in designing sustainable products that satisfy their needs. The design of product attributes appears able to enhance the sustainable development of products, through users' awareness of various environmental characteristics. This study thus proposes a unique method to understand product design structures and make cell phone design decisions that feature individualized designs. Copyright © 2012 John Wiley & Sons, Ltd and ERP Environment.     

Sustainable development: The effects of environmental policy disclosure in advertising

Sustainable development is a key issue for society. Beside corporate's efforts, consumers should have responsibilities for environmental protection and consider sustainable coexistences between future generations and natural ecosystems. In this study, a 4 × 2 factorial between‐subject experiment is adopted to develop eight environmental policy disclosure scenarios based on different environmental advertising claims (product orientation, process orientation, image orientation, and environmental fact) and eco‐labels (available/unavailable) to explore the effect of consumer attitudes and behaviors. This study's results show that environmental advertising claims have significant effects on consumers' attitudes. The product, process, and image orientation advertising, along with advertising with eco‐labels, can induce more positive attitudes and stronger purchase intentions. Individuals with greater environmental concerns have a significant positive attitude toward environmental advertising. Consumer attitudes toward environmental advertising also have positive effects on purchase intentions and sustainable consumption behaviors. Finally, this study offers useful findings, practical implications, and insights.     

Measuring Retailers' Sustainable Development

This study aimed to develop a framework and measurement items for retailers to assess sustainability while avoiding potential subjectivity by combining top‐down and bottom‐up approaches, and verifying their validity based on consumer perceptions of sustainable retailing. The framework consisted of 54 measurement items categorized into a three‐order hierarchical model. At the top level of the model, there were three third‐order dimensions respectively related to consumers, retailers, and society. At the middle level, eight second‐order sub‐dimensions associated with retailing mix were classified into the aforementioned third‐order dimensions. At the bottom level, there were 21 first‐order sub‐dimensions related to the sustainable retailing activities. The development of sustainability assessment by combining top‐down and bottom‐up approaches and including consumer perceptions will allow retailers to assess their sustainability more strategically, as it will reduce the subjectivity and increase consumers' recognition of sustainable retailing. Copyright © 2016 John Wiley & Sons, Ltd and ERP Environment     

Modelling the predictors of young consumers' sustainable consumption intention

Sustainable consumption refers to consumers' socially and environmentally responsible consumption practices. The present study is the first to investigate possible individual, behavioural, and situational factors that predict sustainable consumption intention among young consumers in India. A survey was carried out on 325 young consumers. Structural equation modelling was applied to check the extent to which the considered variables predicted sustainable consumption. The results determined drive for environmental responsibility, subjective norm, and attitude towards sustainable consumption as key predictors of consumers' sustainable consumption intention. The paper offers a better understanding of the main predictors of consumers' sustainable consumption intention. Such understanding may enable managers to design effective marketing strategies to encourage sustainable consumption intention and behaviour.     

Understanding consumers' purchase intentions toward natural‐claimed products: A qualitative research in personal care products

In recent years there is a trend of consuming natural products for a sustainable and healthier life. Therefore, firms began aligning their strategy with sustainability by communication strategies that they produce natural products, which are better for health as well as the environmental sustainability. However, sometimes these claims may be deceptive. The purpose of this paper is to understand the consumers' purchasing intentions toward products claiming naturalness in their advertising and packaging strategies. This research also examined greenwashing perceptions and their potential roles in purchasing intentions. In‐depth face‐to‐face interviews carried out with 20 Turkish women regarding personal care products (local brand and international brand). The findings of the interviews revealed eight themes (perceived greenwashing, perceived green image, price perception, environmental concern, green trust, skepticism, perceived risk, and purchase intention). This study contributes to predict a framework from consumer viewpoint for identifying the themes related to greenwashing.     

The marketing firm: Retailer and consumer contingencies

Efficiency has emerged as an important consumer value and thus has increased the importance of the in-store search as one facet of consumer transaction costs. This paper contributes to the development of a marketing theory of the firm by analyzing the consumers' in-store efficiency ratios and the retailers' natural sources of resistance to offer efficiency to all of their customers. We propose new behavioral metrics for consumer transaction costs. Our data from the behavioral tracking of 497 complete shopping trips reveal more transaction costs for quick shopping trips than for regular shopping trips, which demonstrates friction between retail and consumer transaction costs for quick trips.     

Managing healthcare waste for sustainable environmental development: A hybrid decision approach

Healthcare waste management (HCWM) has become the most concerned issue for hospitals to enhance their environmental performance while reducing the waste disposal costs. The present study aims to standardize the evaluation criteria for the stakeholders to ensure sustainable environmental development by safe disposal of infectious healthcare waste (HCW). The present study applied the fuzzy-Delphi method to scrutinize the criteria identified from the literature and experts' opinions and resulted in 20 subcriteria under the following six main dimensions: experience, relationship, environmental factors, technology and qualification, economic factors, and firm's capabilities. Further, this study proposed a hybrid approach based on analytic hierarchy process (AHP) and decision-making trial and evaluation laboratory (DEMATEL) under fuzzy environment to analyze the importance and interrelationships of these listed criteria. The study also showed that the experts have given approximately 70% weightage to three main criteria: firms' capabilities, economic factors, and technology and qualification. The implications of the study would help the healthcare administration and Pollution Control Boards to prepare check sheets for recording HCWM practices and, hence, contribute to sustainable environmental development in an efficient way. Understanding the prioritized cause-group criteria would further protect hospitals' environment from the spread of infection caused by the HCW in the long run.     

Business strategy and sustainable development: Evidence from China

This study examines whether and how business strategies affect firms' sustainable development from the view of green innovation. We show that firms following prospector strategy engage in less sustainable development behaviors than those following defender strategies. The negative relation between business strategy and green innovation continues to hold when addressing robustness with alternatives of business strategy and green innovation and addressing potential endogeneity with instrumental variable. We further find that political connection strengthens whereas environmental regulation weakens the negative relation between business strategy and green innovation. Finally, we explore the economic consequences of green innovation caused by strategic differences. Regrettably, the win–win situation of environment and development does not come true.     

面向可持续发展的整合产品政策思想

整合产品政策(IPP),是一种着眼于持续改进产品生命周期,全过程环境累积影响的策略组合。它要求所有与产品生产和消费相关的生产商、行政机关、消费者及非政府组织密切合作,尽可能利用市场机制,在不降低社会消费水平的前提下,达到可持续生产和消费。欧盟许多国家已经制定,并实施13一系列整合产品政策工具。IPP的影响力已不仅涉及欧洲国家自己的产品,也波及欧洲产品的进出口市场。     

Green consumer behaviour: an experimental analysis of willingness to pay for remanufactured products

Products' end‐of‐life management has recently become a critical business issue. One of the possible end‐of‐life strategies is remanufacturing, which can provide competitive advantages through material and energy savings. Beyond industrial organization challenges, there is a question about the interest of developing a green marketing strategy for remanufactured products. Indeed, remanufactured products can be considered as green products since their industrial process has environmental benefits. Our paper asks whether consumers are willing to pay for remanufactured products, especially when they are informed that these products are ‘green’. We use experimental auctions to elicit consumers' WTP for specific characteristics of remanufactured products. Our study indicates that consumers tend to value the remanufactured product less than the conventional one unless they are informed about their respective environmental impacts. We find no evidence that consumers are willing to pay a premium for the green (i.e. remanufactured) product. However, providing environmental information to consumers has an effect on their WTP for the conventional product: they generally decrease significantly their WTP for the conventional (and thus most polluting) product. Copyright © 2010 John Wiley & Sons, Ltd and ERP Environment.     

Sustaining the sustainable development: How do firms turn government green subsidies into financial performance through green innovation?

The impact of government green subsidies on firms' green innovation behaviors and sustainable development has been recognized in the existing literature, but the deep relationship remains poorly understood. This study aims to examine the mechanism of how government green subsidies influence firms' financial performance via green innovation and how the mediating effect varies under different contingent conditions. Empirical results based on data of Chinese listed companies between 2006 and 2018 reveal that green subsidies have positive effects on green process and product innovation, but only green product innovation can rise higher financial performance, which further verifies that green subsidies positively influence financial performance through green product innovation rather than green process innovation. In addition, both higher absorptive capacity and higher market turbulence strengthen the indirect effect of green subsidies on firms' financial performance via green product innovation. Our study provides useful implications for enterprises by revealing the influence mechanism of green subsidies on financial performance through green innovation under different leveraging levels of internal and external conditions. It also provides basis for the government to formulate relevant environmental policies.     

Sustainability concerns in luxury supply chains: European brand strategies and French consumer expectations

Sustainability in supply chain management has become a concern in both research and practice. Although consumption and purchasing have been significantly explored in the luxury sector, a gap in supply chain studies is still evident. Therefore, the aim of this article is to examine how industry bodies and supply chain partners address sustainability concerns in the European luxury sector and how they respond to consumer expectations. In an explanatory study, we have collected data about sustainable supply chain practices in 11 European luxury good companies, by interviewing and surveying 13 managers. In a first consumer study, we held interviews with French luxury consumers in Bordeaux about their sustainability expectations (N = 170). The results show that while the distribution of attention is dependent on the respective supply chain activities, luxury goods companies address sustainability concerns and aim to take responsibility for their activities. However, the emphasis is on the dimension of economic sustainability. A comparison with sustainability expectations of French luxury goods consumers suggests that business practices are not perfectly well aligned with these expectations. Consumers put more emphasis on social and environmental sustainability dimensions. On the other hand, business activities concerning waste reduction and raw material management rather well match consumer expectations.     

Environmentally sustainable or economically sustainable? The effect of Chinese manufacturing firms' corporate sustainable strategy on their green performances

Environmentally and economically sustainable strategies are predicted to influence the public perception of a firm's green performance in terms of environmental protection as well as corporate social responsibility as a whole. We empirically tested this prediction with the data from 214 Chinese manufacturing firms. Our empirical findings showed that firms' environmentally sustainable strategies are more important compared with the economic ones in shaping firms' green performances. Moreover, we also found a significant moderating effect of employees' education on the relationship between the two sustainable strategies and firms' green performances. We explain the findings and conclude with a discussion of the implications of our findings for academic researchers and practitioners.     

Quality in competitive fresh produce supply chains with application to farmers' markets

Fresh produce supply chains have special characteristics, notably, that the quality of the product (fruit or vegetable) deteriorates continuously over time, even under ideal conditions. In this paper, we begin with explicit formulae for fresh produce quality deterioration based on chemistry and temperature and provide a path-based framework. We then focus on farmers' markets, the popularity of which has been growing due to consumers' greater awareness of and interest in product quality and emphasis on health. Farmers' markets, as examples of direct to consumer channels and shorter supply chains, are studied in the framework of game theory in both uncapacitated and capacitated versions. A case study of apples in Massachusetts, under various scenarios, including production disruptions, provides quantitative evidence of the applicability of our supply chain network approach.     

Is the environment‐friendly factor attractive to customers when purchasing electric vehicles? Evidence from South Korea

In a bid to reduce greenhouse gas emissions, several countries worldwide are implementing policies to promote electric vehicles (EVs). However, contrary to expectations, the diffusion speed of EVs has been rather slow in South Korea. This study analyzes consumer preferences for the technological and environmental attributes of EVs and derives policy and environmental implications to promote market diffusion of EVs in South Korea. We conduct a choice‐based conjoint survey of 1,008 consumers in South Korea and estimate the consumer utility function using a mixed logit model considering consumer heterogeneity. Based on the consumer utility function, we analyze consumers' willingness‐to‐pay (WTP) for EV attributes such as driving range, charging method, charging time, autonomous driving function, carbon dioxide (CO₂) reduction rate, and purchase price. The results indicate that the current low acceptance of EVs is due to their relatively high price and lack of a battery charging technology that satisfies consumers' expectations of the charging method and time. One interesting finding is that Korean consumers have a relatively higher WTP for the CO₂ reduction rate of EVs than consumers in other countries; however, they do not consider CO₂ reduction over other technological attributes when choosing EVs. This implies that the rate of CO₂ reduction of EVs is not an important factor for South Korean consumers when buying EVs. We also calculate the effect of CO₂ reduction with the market penetration of EVs and find that CO₂ reduction through the diffusion of EVs depends on the country's electricity generation mix.     

Insider perspectives on growth: Implications for a nondichotomous understanding of ‘sustainable’ and conventional entrepreneurship

The aim of this paper is to offer an alternative to a priori theorising in research on firm-level growth and environmental sustainability. We outline an approach that combines John Shotter's phenomenology with post-hoc application of the Bourdieusian concepts of habitus, practices and social capital. This is illustrated empirically through a study conducted with a small group of Finnish entrepreneurs, which examines their lived experience of growth alongside its practical application in their ventures. The entrepreneurs' responses reveal holistic perspectives on growth that extend beyond the economic to incorporate personal commitments to norms of collectivity and well-being for themselves and others. The paper offers an exploratory but empirically grounded approach, arguing that a combination of insiders' perspectives and attention to the social embedding of economic activity challenge the dichotomous distinctions between sustainable and conventional entrepreneurship and reveal a degree of commonality that would not be evident via conventional categorisations on the basis of features such as business model type.     

Consumers' processing of mindful commercial car sharing

Commercial car sharing offers a form of market‐mediated, access‐based consumption with a markedly lower impact on the natural environment than that of car ownership. Consumers adopting such alternative transportation modes are manifesting a marketplace behavior that can be said to be mindful because of the innovative and sustainable nature of car sharing. This study employs behavioral reasoning theory to examine how consumers' value orientations, as well as reasons for and against car sharing, might be used in consumers' processing of mindful commercial car‐sharing adoption. Findings suggest that subjective norms (thoughts of important others for consumers, such as co‐workers) serve an important mediating role for both consumers' value orientations and reasons for car sharing in their relationship with car‐sharing behavior. These results provide marketing researchers important knowledge about green consumption and suggest that practitioners would do well to emphasize the social dimension when marketing environmentally oriented services, such as car sharing.     

Online channel introduction under contract negotiation: Reselling versus agency selling

This study investigates manufacturers' online channel introduction strategies by considering two typical retailing formats, namely, reselling and agency selling. Online spillover effect and contract negotiation are considered to make the model more consistent with practice. We find that with a strong bargaining power, the manufacturer will always be profitable when it introduces online channels, whether it is reselling or agency selling. Meanwhile, agency selling is always profitable for the manufacturer than reselling. Interestingly, we find that an incentive alignment exists when two online channels are introduced, where agency selling is profitable for both the manufacturer and the e-commerce platforms (EPs).